Alicia needed a full e-commerce website she could manage independently after handover, with no technical background. The scope included a general shop for prints and merchandise, a separate elevated collector section for original paintings, an exhibitions page, Printful print-on-demand integration, and a brand identity built from scratch.

Design Process

The project began with a research and discovery phase, followed by the development of three distinct design directions:
Direction 1 Gallery Explosion: Clean, white space-heavy, gallery aesthetic. Let the paintings do the talking. Inspired by high-end gallery sites with a twist of personality in the colour palette.
Direction 2 Bold Shapes: The site reflects the energy of the paintings directly. Vibrant, warm, and almost playful, organic shapes, a sandy textured background, and bold typography.
Direction 3 Editorial: Somewhere between a designed art magazine and a personal studio journal. Warm, textured, storytelling-led.

Alicia chose Direction 2. It was the clear standout, the most distinctive, the most on-brand, and the most capable of differentiating BeaubzArt from the sea of minimal white-background artist sites.

The brand concept was built around a single word: joy. An experience that feels premium but never serious, and deliberately avoids the Scandinavian minimalism that dominates the Swedish design landscape.

Visual Identity

The visual identity was developed in parallel with the website, creating a cohesive system that works across the site, product design, and printed materials.

The signature element of the Direction 2 identity is a set of organic shapes, an arch, and a blob used as navigation devices on the homepage, each representing a different section of the site (Collectors, Prints, Merch). These shapes give the site an immediately recognisable visual language.

A sandy texture (made from her work) runs through key sections of the site, giving it a tactile, handmade quality that connects to the physical nature of the paintings. The colour palette was pulled directly from Alicia's work, warm cream, deep teal, sunlight yellow, flame coral, and a rich espresso reserved for the elevated Collectors section.

Typography pairs Familijen Grotesk (bold, contemporary display font) with Satoshi (friendly, rounded body font) and Gambarino as an italic accent, creating a system that feels modern and confident without losing warmth.